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Better, Faster, Stronger: How nonprofits can better engage their members and the press through social media
- 1. Better, Faster, Stronger How nonprofits can better engage their members and the press through social media Ashley Braun, Grist.org @ashleybraun abraun@grist.org February 11, 2010
- 2. Agenda Why nonprofits should be engaging through social media Planning a social media strategy Executing the strategy (with tips and tools) Facebook YouTube Flickr Twitter Reaching out to the press through social media Bringing it all together General social media resources for nonprofits
- 3. Why should nonprofits be using social media? 47% of online adults do* 72% of online 18-29 year olds do* 73% of wired teens do* “25% [of online consumers] say that what family and friends say on social media and in personal emails influences the charities they support.”** Whole Foods’ cause-related Facebook application, "This is my year to ... ,“ which encourages users to support one of three nonprofits. * Pew Internet & American Life Project, Social Media & Young Adults Study 2010 http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx?r=1 ** Convio Poll: http://www.convio.com/convio/news/releases/online-holiday-giving-to-exceed-4-billion.html
- 4. Planning a social media strategy “What’s the use of running if you are not on the right road?” – German Proverb Know your audience Know your resources Know and prioritize your goals Set and measure metrics for success Experiment Listen, adjust, and respond
- 5. Know your audience Who supports you already? Where do they hang out online? Who are you trying to reach? Where do they hang out online? How do you figure this out? Ask! E.g. Surveymonkey Demographics of current members Studies of demographics of online users E.g. Convio, Chronicle of Philanthropy, http://www.quantcast.com/
- 6. Know your resources (and limits) Time People Ixographic via Flickr Creative Commons Equipment Judy Baxter via Flickr Creative Commons
- 7. Know (and prioritize) your goals General public outreach? Donor development? Volunteer recruitment and engagement? Gathering and sharing stories from members? Communication with the media?
- 10. People are talking about your organization and your work already -> tap into those conversations
- 12. Take note of what works vs. what doesn't and adapt your strategy accordingly
- 17. Calls to action, events, articles, updates, video, podcasts, facts, stats, questions, polls
- 18. Give them an experience or content they can’t get elsewhere
- 19. Create a schedule for posting
- 20. Choose wisely the default tab shown when non-fans come to your page
- 21. Secure a vanity URL for your Page http://facebook.com/username
- 22. Check for occasional updates to Fan Pages from Facebook http://www.facebook.com/FacebookPagesExamples and Resources: How Charities Are #FindingTheGood With Facebook Pages: http://mashable.com/2009/06/25/facebook-cause-pages/ World Wildlife Fund: http://www.facebook.com/worldwildlifefund
- 24. 8 Essential Apps for Your Brand’s Facebook Page http://mashable.com/2009/05/13/facebook-brand-apps/
- 25. Link Facebook fan page to Twitter http://facebook.com/twitter/
- 27. Embeddable and easy to share
- 28. Opportunity to share stories or showcase dedicated supportersWinning video entry for Cascade Harvest Coalition's Eat Local for Thanksgiving campaign Video contest hosted at EatLocalVideo.com
- 30. Ability to sync with Google Checkout (donations!)
- 31. Grouped with other nonprofits
- 33. Encourage members to share their own videos with you
- 34. Find particular aspects of your work best told through video
- 36. Volunteer events
- 37. Advocacy rallies
- 39. FlipShare (with Flip Camcorder)
- 41. Organize and share your work
- 46. Keep photos organized into sets and collections
- 47. Map photos' locations
- 48. Create an organizational group (if appropriate)
- 49. Tap into existing Flickr groups
- 50. Always give correct attribution to the photographer
- 51. Respect the Creative Commons and add to it
- 53. Third-party photo apps http://www.flickr.com/services/
- 54. E.g. iMapFlickr creates embeddable Google maps from your photo sets http://www.flickr.com/services/apps/72157617732371633/
- 55. How nonprofits can get the most out of Flickr: http://www.techsoup.org/learningcenter/internet/page8291.cfm
- 56. The Great Flickr Tools Collection http://www.quickonlinetips.com/archives/2005/03/great-flickr-tools-collection/350.org via Flickr Creative Commons
- 58. Spread awareness
- 59. Build communityIf you printed all the tweets
- 61. Save time by researching, writing and scheduling tweets in advance
- 62. Listen to conversations about your organization (@grist) and topic area (#climate)
- 64. Follow relevant topics via #hashtags and share the good stuff
- 65. Retweet (RT) other Twitterers' good content (quid pro quo)
- 66. Find influential and dedicated Twitterers about your issue
- 67. Quality over quantity
- 70. Twitter Lists http://twitter.com/goodies/widget_list
- 71. Use http://bit.ly URL shortener to track clicks on links (with web browser bookmarklet)
- 74. Let your strategies across social networks (and your nonprofit’s website) complement each other
- 76. Reciprocate
- 77. Learn from your mistakes & from other nonprofits
- 78. Give it timeSocial media is about the conversations and interactions that bring your members closer to your organization.
- 80. The Twitter Guide Book: http://mashable.com/guidebook/twitter/
- 81. The Facebook Guide Book: http://mashable.com/guidebook/facebook/
- 82. Nonprofit + social media blogger: Beth Kanterhttp://beth.typepad.com
- 83. Social media resources for nonprofits: http://nonprofitorgs.wordpress.com
- 84. 7 Ways to Promote Your Offline Event Using Social Media: http://mashable.com/2010/02/09/promote-offline-event/
- 85. Chronicle of Philanthropy Live Discussions http://philanthropy.com/section/Live-Discussions/222/
Editor's Notes
- Hello everyone! Thanks for your interest today in taking advantage of social media tools that can help you carry out your nonprofit’s goals. I hope to aim much of today’s discussion at strategy and tools for optimizing social networks for nonprofits, rather than a basic introduction to “What is this Twitter I’ve been hearing so much about?” I’ll try to leave plenty of time at the end of the presentation for more general questions, but if you need me to clarify a point I make or suggest another tip or tool related to my presentation, feel free to aim them at me in the Chat and I’ll do my best to address them as we go. I do find that social media is best accomplished with collective knowledge, so don’t be shy!
- Can't expect people to always go to you. Join them where they are. 52% of online adults say they have two or more different profilesTraditional giving is down. Online giving in 2009: 63% vs 51% in 2008* “And while 20% say they are still undecided about the size of their gifts, they are increasingly attuned to social media efforts, like the one Whole Foods is kicking off. Some 25% say that what family and friends say on social media and in personal emails influences the charities they support.” http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=119745
- Trying to reach current/future donors? Volunteers? General support? Wider public? Reporters? Bloggers? (Surveymonkey or other survey/polling service) Compare demographics of members with other info about online users
- People: Who and how many will contribute to various social media efforts? Staff? Volunteers? Communications? Time: Schedule it in just like any other project. Can be 15 min a day or a few hours a week. Creating a schedule and coordinating efforts across several social networks saves time. Don’t forget to sked time to listen and respond on networks, not just sending out one-way comm. Equipment: computers, cameras, video, mobile devices, software available and ready for what you want to accomplish
- What are you trying to accomplish by being on social media? What will make it worth your time and effort? Efficiency: Are you out to reach as many people as you can using as few resources as possible. Gathering resources from members which you can use in other communications or fundraising efforts?
- Unless you’re keeping track of key indicators of success, how will you know what’s worth spending your time and resources on? Referral traffic (google analytics) Especially for donations or volunteering?
- See what people are saying about your nonprofit already – get feedback on efforts, priorities, approaches to fundraising/outreach. Don’t just use it to push everything and anything about your organization (2-way comm). Make yourself a resource in your subject area – water conservation, environmental toxics, climate policy, salmon recovery
- With strategy in hand, it’s time to venture out onto the social networks you’ve identified as being the most useful for your org. I’m focusing on these four major networks, covering tips and tools you can use to optimize each for various nonprofit aims.
- POLL ?: How many of your orgs already have a presence of some kind on Facebook? If you don’t already have a fan page on Facebook, create one and start posting relevant stories, events, news, video, etc. about both your nonprofit AND the issue that you’re working on. Respond to user comments when appropriate, thank them, ask questions, encourage discussion. Depending on how much time you have to devote looking for things to post each week, post anyway between 1-2/day to 3/week. People want to go where there’s a community and discussion going on. Encourage staff to contribute/respond as well.
- Once you hit 10,000 fans with your page, you’ll be able to “authenticate” your page and see per-post analytics (# of impressions, feedback). To change the tab which shows by default on your Page, simply click the "Settings" button which appears below the blue Share button on your Wall tab. Then, adjust your settings appropriately.
- Dominant video site on the webPoll ?: How many ppl already have a web presence on YouTube or another video sharing site?
- POLL ?: How many orgs already on Flickr?
- Tags, etc, make your photos easier to find for others
- POLL ?: How many orgs already on twitter?
- #ecomonday #charitytuesday #waterwednesday
- Use Twitter Lists to organize groups of people and organizations you're following
- Complement: Promote active social network accounts on homepage of your website. Promote YouTube videos you create on Facebook, Twitter. Don’t replace quality with quantity. Don’t communicate when you have nothing to say. Have fun!